World leading solution provider of adhesive, sealants and functional coatings, Henkel, is marking a new milestone, making one of its top brands, LOCTITE, the first-ever adhesive brand to advertise during the annual championship game of the National Football League (NFL). The game is famous for being the biggest sporting and advertising event in North America, and is already renowned for being a global commercial and entertainment bonanza, with 2013 viewership reaching 110 million and attracting over 25 million tweets globally, including in the Asia-Pacific region.
As the world leading brand in the adhesives industry, LOCTITE provides the most advanced and broadest line of premium quality adhesive and sealant solutions, for glue needs at home. With over 5,000 patents, LOCTITE has long been trusted for high performance and continuous breakthrough innovation. In the industrial area adhesives are the “invisible hero” behind almost every modern industrial product, from fuel-efficient cars to lightweight mobile devices. Henkel capitalizes on this world famous event to bring this hidden champion to the stage. The 30-second LOCTITE TV commercial will air during the commercial break during the fourth quarter, ending with the famous Loctite Dance, a viral video that has already attracted more than 1.3 million views.
“This is a very bold move for LOCTITE, for Adhesive Technologies, and for Henkel,” emphasized Susanne Cornelius, Corporate Vice President for the Consumers & Craftsmen business at Henkel Adhesive Technologies. “We have achieved much through our LOCTITE distribution effort. Now is the right time to give consumers and customers an unforgettable experience that will make our brand the top-of-mind choice, driving it further ahead of competitors.”
As the clear market leader commanding 8 out of the 60 billion euro global adhesives market, Henkel Adhesive Technologies will play a key role in achieving the company’s ambitious target of 20 billion in global sales by 2016, with 10 billion coming from emerging markets. Bringing Henkel’s adhesive brand LOCTITET to the stage, will be a strong move further enhancing industry leadership and allow for the exploration of additional market opportunities.
In January this year, Henkel launched its first Asia-Pacific LOCTITE Impregnation Service Center in Suzhou, China. With this new service center, Henkel brings its leading and innovative impregnation technology into Asian and other emerging markets. LOCTITE Impregnation solutions reliably seal all forms of porosity in many automotive parts, such as cylinder heads, water pumps, and compressors. Henkel plans to further expand the Loctite Impregnation Service Center in the coming years in order to accommodate an increasing need for quality and innovative technologies from the Asian automotive market.
Contacts:
Estelle Hsu
Ketchum Shanghai
Tel: +86-21-6353 2288-116
Fax: +86-21-6353 2276
Phone: +86-152-01910007
E-mail: estelle.hsu@ketchum.com
Antje Chu
Henkel Asia-Pacific Headquarter
Tel: +86-21-2891 8000
Fax: +86-21-2891 8975
